Heineken has launched its Rooftop Revival campaign in Seoul, an initiative turning overlooked rooftops into gathering spaces aimed at countering urban isolation.

The project, created with agency LePub, reimagines the city’s underused rooftops as cultural and social venues, highlighting how forgotten spaces can foster human connection.

Research conducted across six global cities, including Seoul, found that more than half of city residents often feel lonely, with younger generations most affected.

In Seoul, 53% of residents believe the city prioritizes productivity over social life. Yet aerial data shows the city has vast flat rooftop space, much of it unused.

Over three days, Seoul rooftops were revived with curated cultural programs: a live set from SEVENTEEN’s DINO, an art workshop with Cha Inchul, and food tastings with chef Cho SeoHyeoung.

Inspired by the traditional Korean “pyeong-sang” platform, the events introduced a modern communal space with music, design, and shared conversation.

Photographer Tom Hegen documented the project from the air, capturing how forgotten rooftops became vibrant social hubs. The resulting images will be displayed across Seoul in the coming weeks.

The campaign reflects a growing push to rethink urban spaces. As architect Byoung Soo Cho noted, Seoul’s density need not mean disconnection—rooftops can serve as new stages for community and creativity.

Global Head of Heineken, Nabil Nasser, added: “We can’t redesign entire cities, but we can inspire people to reclaim the overlooked spaces already around them.”

USAG Yongsan

Camp Casey